NEMA Standards Strategic Marketing Plan

ANSI Z535.1 - ANSI Z535.6

Prepared for the Z535 Committee

September 18, 2012

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NEMA Standards Strategic Marketing Plan: Z535

Executive Summary

Z535.1 - Z535.6 were republished in 2011/12.

The proposed action of this plan is to continue to broaden the knowledge, accessibility,

and use of the new revision of Z535.

NEMA has outsourced the sales and marketing of the standard itself, and by doing so, has

gained the diversity that comes from multiple organizations with differing clientele. The

expertly driven efforts of these companies have assisted in the promotion of Z535.

NEMA has provided additional awareness and outreach. The next objectives for the next

year will focus more narrowly on targeted outreach.

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Products

ANSI Z535 Set o Contains all six of the Z535 Standards

ANSI Z535 Set (CD Version) o Contains all six of the Z535 Standards

ANSI Z535 Set (Network – 1 User) o Contains all six of the Z535 Standards

ANSI Z535 Set (Network – 2 - 5 Users) o Contains all six of the Z535 Standards

o

ANSI Z535 Set (Network – 6 - 10 Users) o Contains all six of the Z535 Standards

ANSI Z535 Set (Network – 11 - 20 Users) o Contains all six of the Z535 Standards

ANSI Z535 Color Chart o Color chart for use with Z535 safety standards

ANSI Z535.1-2011 o Sets forth the technical definitions, color standards, and color tolerances for safety colors.

ANSI Z535.2-2011 o Establishes requirements for the design, application, and use of safety signs in facilities

and in the environment.

ANSI Z535.3-2011 o Provides general criteria for the design, evaluation, and use of safety symbols to identify

and warn against specific hazards and to provide information to avoid personal injury.

ANSI Z535.4-2011 o Sets forth requirements for the design, application, use, and placement of safety signs

and labels on a wide variety of products.

ANSI Z535.5-2011 o Sets forth requirements for the design, application, and use of safety tags and barricade

tapes for temporary hazards.

ANSI Z535.6-2011 o Sets forth requirements for the design and location of product safety messages in

collateral materials for a wide variety of products.

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2006 2007 2008 % for 2008 2009 2010 2011 2012 % of 2011-2012

Z535 Series 9 187 223 9.76% 121 163 104 116 10.78%

Color Chart 2 85 170 7.44% 134 159 68 78 7.16%

Part 1 3 259 248 10.85% 204 175 83 120 9.95%

Part 2 2 129 183 8.01% 101 100 59 82 6.91%

Part 3 9 189 241 10.54% 150 121 76 164 11.76%

Part 4 25 695 680 29.75% 519 408 272 280 27.06%

Part 5 4 88 94 4.11% 56 51 32 38 3.43%

Part 6 19 410 447 19.55% 277 285 153 315 22.94%

Total 73 2042 2286 1592 1462 847 1193

Yearly Report on Z535 2006-2012 (as of (partial) August for 2012)

2040

Percentage for 2011-2012 Year

Notable Points

For the new document release years of 2008 and 2012, the percentages of sales for each standard are in line with eachother

The sales quantity for the new documents release in the 2011-2012 timeframe tracks the 2008 number of documents sold.

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Last Year Review

The approach taken last year was broad, reaching out to a large number of people.

NEMA

Digital o EI extra – Feature Story, focusing on the images o Press Release with a link to the landing page o Banner Ad - Pre-sale ad “Coming Soon” before release

- Promotional ad after release o Push out announcement through social media on the day of the release –

linking to the landing page Print

o EI Magazine October article

Through our Sales Organizations

IHS, ANSI, Techstreet

o 10% Pre-release sale on all Z535 products. o IHS Tops Docs (weekly email sent to 30,00 subscribing customers) with

the top selling documents. Email sent in August and promoted as “Coming Soon – ANSI

Z535.” o First to Market campaign (email sent to 6,000-50,000) The email

announced new revisions of the Z535 standard and targeted to previous buyers of Z535, as well as, previous buyers of related standards.

First ‘warm-up’ email was sent in mid-August Second ‘follow-up’ email was sent just prior to the release

14 NEMA electroindustry • October 2011

ANSI Z535.1 Safety Colors has been released as a reaffirmation of the 2006 edition. It features:

• updated contact information for obtaining color tolerance charts

• corrections in the value/chroma specifications for safety orange

• properly located safety color centroids on the CIE 1931 Chromaticity Diagram

• updated references

ANSI Z535.2 Environmental Facility and Safety Signs is now better harmonized with Z535.4, Z535.5, and Z536.6. In so doing, the concepts of accident, harm, and incident have been refined to more clearly delineate the separation of physical injury and other safety-related issues. This edition also clarifies the five types of safety signs for facilities and environments—hazard alerting, notice, safety instructions, safety equipment location, and fire equipment location.

ANSI Z535.3 Criteria for Safety Symbols has also been revised to eliminate an annex on safety symbol examples. Certain examples from that annex have been moved into the annex on symbol design to illustrate graphical design principles and guidelines. Another annex on evaluation of candidate safety symbols includes:

• a table of equivalent scoring if less than 50 test subjects are used

• controls and safeguards if the comprehension test is administered over the internet

• a minimum symbol size to test when the actual symbol size is unknown

• an optional test question about the consequences of not following safety instructions

ANSI Z535 Updates Standards for

Safety Colors and Signsgreg Winchester, nemA Program manager

after four years of review by anSI Z535 committees, the newest revisions of the safety standard have been released. the reviews led to a reaffirmed safety color standard (anSI Z535.1) and revisions of the standards covering environmental and facility safety signs, signage symbols, product labels, safety tags, barricade tapes, and product literature (Z535.2, Z535.3, Z535.4, Z535.5, and Z535.6). the Z535 Safety color chart now bears a 2011 designation with updated and corrected information concerning ink specifications.

ANSI Z535.4 Product Safety Signs and Labels was revised to align Z535.2, Z535.4, Z535.5, and Z535.6. As a result, Z535.4 now includes refinements to the concepts of accident, harm, and incident to clearly delineate physical injury from other safety-related issues. Z535.4 also introduces the safety instructions sign to join the existing hazard-alerting sign and safety notice sign.

ANSI Z535.5 Safety Tags and Barricade Tapes (for Temporary Hazards) was similarly part of the effort to harmonize Z535.2, Z535.4, Z535.5, and Z535.6. It also has the refined concepts of accident, harm, and incident that clearly delineate physical injury from other safety-related issues (such as property damage). As Z535.4 introduces the safety instructions sign, Z535.5 introduces a safety instructions tag.

ANSI Z535.6 Product Safety Information in Product Manuals, Instructions, and Other Collateral Materials was accordingly revised based on the changes made to Z535.4 for product signs and labels, as well as to Z535.2, Z535.4, and Z535.5. It uses the refined concepts of accident, harm, and incident to clearly separate physical injury issues from other safety-related issues. Z535.6 also clarifies the use of the safety alert symbol, now permitting its use in the middle of a line of text.

ANSI Z535 is available as individual documents or as a set. Visit www.

nema.org/stds/z535set.cfm. ei ei

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2013 Plan

The approach taken last year, and for a number of years prior has been a broad brush approach, reaching out to a large number of people, attempting to increase awareness and drive use.

The focus of the plan this year is narrower. This targeted approach will focus efforts on the channels which will be more precisely targeted. This will be done through 1) content creation and distribution 2) outreach 3) sales and marketing.

Content Creation and Distribution

The creation of content surrounding Z535 and the distribution of that content through effective channels, will be helpful in better informing the correct people

Podcast Series

o Each month over 6,000 people tune into a NEMA podcast. Creating a podcast series surrounding the Z535 standard creates solid, in-depth content that can be used through a variety of channels.

o The series will have 7 parts – one for each part of the standard and an overview section. The overview will be done by the committee chair, and the other 6 parts by the respective sub-committee chair.

o The preparation and completion of the podcast will be done before any one of them is released. Then they will be released, once per week, consecutively for 7 weeks.

o The podcasts will be pushed out through NEMA. Additionally though, the distribution will come from the retweets and formal distribution through Z535 committee companies and their channels.

o NEMA will focus an eiXtra newsletter to the campaign, which will be sent to 25K+ subscribers.

EI Article

o In the October 2012 electroindustry magazine there will be an article on the Z535 standard. This article will be sent to over 42K subscribers.

Speaking Engagement(s) NEMA will work to line up speaking engagements for the Chairman of the ANSI Z535 Committee. This will expand the awareness and relevance of the committee and the standard.

Outreach

Reaching out to other organizations who are working in electrical workplace safety will be effective. Opening dialog and discussing how the use of updated Z535 will further this safety will further the standard’s use and open doors to other opportunities

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IEEE electrical safety in the workplace subcommittee

o This group participates heavily in the NFPA 70E (Electrical Safety in the Workplace) working group, as well as the NEC (NFPA 70) National Electrical Code development. While there is an emphasis here on the petroleum and chemical industry, this will open doors.

o http://ewh.ieee.org/soc/ias/pcic/subcommittees/safety.html

Continued work with OSHA o NEMA GR will continue to work with OSHA and congress to assist in the

adoption of the 2011/12 Z535 standards to replace the existing OSHA compliant signs from 1968 formats.

o This will be the most effective use of energy and resources, with success driving implementation nationwide.

o Issue Brief

Sales and Marketing

Using other organizations as avenues to reach out to targeted audiences

IHS, ANSI, Techstreet

o NEMA has agreements with these three standards sales organizations to promote and sell standards.

o Z535 will again be included in mailings to targeted recipients who have purchased Z535 in the past or have purchased related standards.

American Society of Safety Engineers (ASSE)

o A preliminary agreement is in place with ASSE. NEMA is finalizing approval under a contractual agreement with IHS that with facilitate this to take place.

o ASSE will use its own measures to promote the standard for sale through its own store.

NEMA is the association of electrical equipment and medical imaging manufacturers. Founded in 1926 and headquartered in Arlington, VA, NEMA’s approximately 400 member companies represent over 350,000 U.S. jobs and manufacture a diverse set of products including power transmission and distribution equipment, lighting systems, factory automation and control systems, and medical diagnostic imaging systems. Worldwide annual sales of NEMA-scope products exceed $120 billion. In addition to its headquarters in Arlington, Virginia, NEMA also has offices in Beijing and Mexico City.

© 2012 National Electrical Manufacturers Association www.nema.org 1300 North 17th Street, Suite 1752, Rosslyn, Virginia 22209 (703) 841 3200

May 2012

ISSUE: OSHA Adoption of ANSI Z535 Standards The U.S. Occupational Safety and Health Administration’s (OSHA) current regulations for safety signs in the workplace are based on 71-year-old safety sign formats that are outdated and do not meet today’s safety communication needs. OSHA has an opportunity to build on its efforts to advance safety in U.S. workplaces by updating its regulations to reference the American National Standards Institute (ANSI) Z535 series of standards.

IMPORTANCE

In the late 1930s, the American Standard Association (ASA) began work on a national standard for safety signs and published a standard in 1941 known as ASA Z35.1 Specifications for Industrial Accident Prevention Signs. This standard subsequently was revised in 1959 and 1968, with very little in the way of changes to the format and content definitions for safety signs. OSHA currently requires safety signage to meet the 1968 version of the ASA Z35.1, using color specifications included in ASA Z53.1-1967 Marking Physical Hazards—Safety Color Code. A lot has changed in America’s workplaces since the original sign design parameters were defined in 1941. A wide range of U.S. industries use sophisticated equipment and technology in their processes and building control systems. New technologies have spawned entire new industries that have multifaceted potential hazards that could not have been imagined in 1941. As a result, safety signs associated with more complex workplaces must attempt to communicate critical—and often more detailed—safety messages to an increasingly multi-cultural workforce. The American National Standards Institute (ANSI) Z535 Committee on Safety Signs and Colors has, for more than 25 years, worked to develop a national uniform set of industry consensus standards that enable users to clearly communicate safety information. ANSI Z535 standards routinely are cited in litigation as defining the state-of-the-art when there is a question as to the adequacy of a warning. Specifically, ANSI Z535.1-2011 Standard for Safety Colors and ANSI Z535.2-2011 Standard for Environmental and Facility Safety Signs offer the following advantages over the ASA Z35.1-1968 and ASA Z53.1-1967 standards currently reference by OSHA in its regulations:

better definition for the content of a safety sign improved safety sign formats differentiation between varying degrees of risk/hazard severity consistency leading to improved comprehension superior overall guidance on safety sign design

Currently, OSHA allows use of ANSI Z535 standards because they share the same basis document as the present OSHA regulation. However, because this acceptance is accomplished via the “de minimus situation” provision, employers using the current ANSI Z535 standards still are found in violation of the existing OSHA regulations for safety signs, even though no fine is issued. Unfortunately, OSHA’s use of this approach creates obstacles to the use of the more effective, modern signs.

POSITION NEMA strongly supports OSHA’s adoption of the ANSI Z535 series of standards (particularly ANSI Z535-1-2011 and ANSI Z535.2-2011). OSHA’s incorporation of these standards by reference in its regulations will improve safety, reduce compliance uncertainty, and protect workers of all backgrounds.

Contact: Sarah Owen, sarah.owen@nema.org, 703-841-3245